Breakfast, the morning meal and Canada's "industry's biggest business", surpassed lunch in 2014. A recent study done by NPD (New Product Development) Group show's that breakfast ranks up to 27% of all fast food revenue to date surpassing that of last year's 20%. For 24/7 stores and giants of the fast food industry, breakfast is an open market.

NPD says it accounts to 35% of all fast food traffic compared to 25% at lunch. While Robert Carter, NPD's executive director of food service says "its really the only area of growth".

Fast food giants have already released new menus that aim to target both ends of the market.  These products range from a Healthy fast food to traditional, higher calorie fare, a quote taken from Ken Wong marketing professor at the Smith School of Business at Queen's University.

"Millenials are a little more health conscious and so are the boomers, out of necessity," he notes. "But there's always going to be people who just want the greasy stuff," Wong said.

Of all the fast food products, The Egg McMuffin is still among the lightest in calories with 290 calories per serve. In the other end we have the Burger King's Enormous Omelette Sandwich, which has about 750 calories per serve.

Doug Fisher, the president of foodservice consultancy firm FHG International Inc. in Toronto says "everyone is copying each other" and "every one has a wrap a burrito or a smoothie"

Fisher argues that since majority of the fast food chains business is in drive-thru, they are more focused on making breakfast portable.

Fisher narrow's 4 of the most successful food chain giants that lead the market in breakfast meals. Mcdonald's being at the top most with the popular coffee and McCafe specialties. Followed by Tim Horton's and its latest grilled wrap sandwiches. We have Starbuck at third, this Seattle-based coffee chain pioneered the mobile order and pay app in Canada, for food chains. A special mention also goes to A&W with their classic Bacon N'Egger Sandwich.